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Digital marketers are increasingly realizing that social platforms, with their large scale and ample first-party data, present an unparalleled opportunity to reach audiences with personalized content. But creative relevance is key to secure that initial consumer engagement.
Take Nike’s Mamba Day initiative, which picked up a bronze award in this year’s Cyber Lions. The sportswear brand wanted to own the occasion of basketball legend Kobe Bryant’s retirement, so it rolled out a social campaign featuring a host of celebrities offering their “last word” on Bryant’s sporting legacy.